25 Years of tailor-made journeys, people, and territory

There are milestones we celebrate not to look back, but to give new meaning to the path ahead. Parma Incoming turns 25: it was born as an operational and commercial evolution of the Consorzio Albergatori PromoParma and is the first tour operator founded in Parma, part of the ASCOM Parma Confcommercio Imprese per l’Italia group. A project created to showcase the territory through its people and its excellences, with the mission of promoting and developing tourism throughout Parma and its province while offering clients a personalised, high-quality service.

A journey that begins in the territory and reaches the world

Our story begins here, with the communities that safeguard traditions, art, gastronomy and hospitality. But it is also a story that has travelled: we have taken Parma around the world, participating in international fairs, workshops and events that have allowed us to welcome visitors from Europe, the United States, Japan, Australia and New Zealand.
We tell the story of Parma through relationships, collaborations and connections with other destinations, building over time a strong and lasting trust with global partners, which remains the foundation of our work today.

Tailor-made journeys, crafted with care and responsibility

For us, personalisation is not an added service: it is the heart of our method.
Our province is a mosaic of culinary traditions, artistic treasures, historic theatres, family-owned businesses, hills and villages with a strong identity. And none of this would exist without the people who work, produce, and welcome here.
It is from them — local producers, restaurateurs, artisans, guides, accommodation providers — that the value of every tailor-made experience is born: authentic, sincere, and shaped around the desires of our guests. A stable, skilled and passionate staff brings continuity to this work, guided by attention to detail and a deep sense of responsibility toward travellers and those who create value in the territory.

A future-looking vision

This anniversary is not a destination: it is a passage. Our direction is clear — strengthening our role in international cultural and musical tourism, developing MICE and corporate proposals rooted in local business culture, expanding in foreign markets, and investing in a concrete form of sustainability built on relationships, places, and genuine experiences.

Thank you to everyone who has shared part of this journey with us: partners, corporate clients, travellers, tour operator partners, producers, guides, suppliers, and our team.

Parma Incoming turns 25. And we’re just getting started!